Who one works with With Reduco2, Eat More Plants, Julia creates a hub in which individual people, communities, retailers, scientists, and food producers mutually enforce each other to change their behaviour to a more plant-based diet. In an app, she sets a level playing field where all participants are equal although each plays a different role. The app eliminates incumbent inequalities between retailers and consumers, combating the individuals’ ignorance with scientific knowledge. Hence, this hub calls for food producers to become transparent about ingredients and replace animal-based ingredients with plantbased alternatives. The app arranges the interaction between incomparable partners and levels power relations, thus creating equal relationships with the potential to inform and influence each other for a specific purpose. Julia provides a meshwork of incomparable partners that exchange information in various ways to serve a greater cause. Through gamification, she breaks down the walls between science, entrepreneurship, and the individual and levels the playing field, allowing exchanges to ignite and grow awareness of the positive impact of eating mainly plant-based food. Multiple Players All business models rethink incumbent entrepreneurial relationships, which are essentially a lack of relationships and exchange between parties necessary to shift our daily lives to more sustainable choices (INdruk 02, 2019). Bringing together incomparable partners can also be recognized in the Social Coffee Place business model, which connects young people, schools, elderly people, and local entrepreneurs. To a lesser extent, the Value X Fund also brings people together: formal and informal investors and formal and informal entrepreneurs. All business models have different forms of collaboration between multiple players. This apples and oranges entrepreneurial principle allows collaborations with a purpose to intertwine with transactional relationships, building a meshwork (Jonker 2013) of incomparable partners simultaneously doing business and doing good. Until now, the common idea has been that consumers and producers communicate via markets and economic transactions. Buying or not buying changes what is produced. Communication for change proceeds along supply and demand. The principles of multiple players broadens this narrow pathway of communication to an exchange between all parties involved and enables mutual learning and developing toward an economy that serves all life on earth. 9
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